Conversion Deduplication

Conversion deduplication stops one real-world conversion from being counted twice. It happens in two places:

In AnyTrack, before sending. The same conversion can arrive twice, for example from the Tracking Tag and from an integration webhook. AnyTrack merges the two into one conversion and sends it once.
At the ad platform. When one conversion reaches a platform twice, from the browser pixel and from the server-side Conversion API, the platform merges the pair only when both events carry the same event ID.

How AnyTrack sends conversions to each platform

Meta: with the Conversion API on, the Tracking Tag fires only PageView on the Meta Pixel. Every conversion goes through the Conversion API, with an event_id. Meta receives each conversion once, so it has no pixel and server pair to merge.
TikTok: AnyTrack sends each conversion from the TikTok pixel and from the Events API, with a shared event_id. TikTok merges the pair into one conversion.

Why conversion deduplication only works within one system

Platform deduplication works only when the same system sends both events with the same event ID. Between two different vendors it structurally cannot work — each vendor generates its own event_id, and matching also relies on external_id and fbp, which likewise diverge. A purchase may happen to dedup if both vendors key on the order ID, but that is not guaranteed.

The rule: one sender per pixel. Disable every other system sending the same conversions — the store platform’s native Meta data sharing, pixel apps, GTM containers, hardcoded pixel snippets, or a second tracking vendor. This is standard practice across the industry, not an AnyTrack limitation — competing vendors document the identical instruction for their own setups.

Diagnosing double-counting when deduplication fails

Open Meta Events Manager and read each event’s source: server conversions should show Conversion API as their only server-side origin. A second source visible on the same events is the double-counter.

The cross-Property deduplication exception

AnyTrack does not deduplicate across Properties. In a cross-domain funnel sharing one Meta pixel, Events Manager over-counts by design (the conversion-side Property sends all conversions; originated ones are also synced back and sent by the source Property) while Ads Manager still attributes correctly. A single pixel shared by two Properties tracking separate, unrelated domains does not duplicate — each Property sends only its own site’s conversions.

Frequently asked questions

FAQ was last reviewed on 2026-08-01

Meta shows about twice as many conversions as AnyTrack. Why?

Almost always a second system is sending the same conversions to the pixel — the store platform's native Meta data sharing, a pixel app, GTM, or a hardcoded pixel snippet. Open Meta Events Manager and read the source of the events: anything arriving from a second sender will not deduplicate against AnyTrack's events. Keep one sender and disable the rest.

Can AnyTrack deduplicate against another tracking tool's events?

No — and neither can any other vendor. Deduplication keys on event_id, and matching also uses external_id and fbp; all of these differ between vendors. Cross-vendor deduplication does not exist. Pick one sender per pixel.

Does AnyTrack send Meta conversions through the Pixel and the Conversion API?

No. With the Conversion API on, AnyTrack sends every Meta conversion through the Conversion API only, with an event_id. The Meta Pixel fires PageView only. Remove any other Meta Pixel or Conversion API sender on the same pixel.